The Research On The Influence Of Online Reviews On Customer Purchase Behavior

With the continuous improvement of Internet penetration and the rapid development of big data technology in China,the scale of structured and unstructured online comment data has increased exponentially.It has become a normal practice for consumers to publish their opinions,complaints and suggestions on products or services using the Internet platform.Online reviews refer to user’s written descriptions or ratings of consumed products or services,including users’ objective descriptions and subjective feelings of using products or services.As a priori user’s exposition,online comment has both rational and irrational elements,and meets the psychological demands of users when purchasing behavior.Online reviews contain abundant information,and online product reviews provided by prior users have become the main source for consumers to obtain product information.At the same time,the process of purchasing behavior is actually a process of information asymmetry.When information asymmetry occurs,it will aggravate the user’s risk perception.Consumers will tend to reduce the information asymmetry by searching for relevant information,thereby reducing their perceived risk.Therefore,the research on the characteristics and attributes of online reviews and their impact on users’purchase behavior can help consumers to correctly and comprehensively understand the online reviews information on the platform,on the other hand,help enterprises better grasp users’needs for online reviews content,and provide suggestions for better online reviews community construction.The focus of this study is to extract the number of online reviews from the online reviews data provided by the online reviews platform through machine learning and statistical methods.The four characteristics of online reviews are the usefulness of reviews,the emotional inclination of reviews and the difference of reviews.By taking the reviews as independent variables,the paper studies the purchase of users by using correlation analysis and regression analysis.The effect of behavior.Firstly,this study combs and summarizes the theoretical basis of online reviews and consumer buying behavior theory,and explains the research methods used in this study.Then,based on the theoretical basis,the conceptual model of this study and the research hypothesis about the impact of online comment quantity,online comment usefulness,online comment emotional tendency and online comment difference on purchase behavior are put forward.Then the data acquisition,processing and variable measurement are carried out in this study.Considering the depth of the research,this study takes into account the influence of text length on the experimental results,and divides the emotional tendency characteristics of online comment into the emotional tendency characteristics of comment score and the emotional tendency characteristics of comment content.In data processing,this study first participles the text,and then uses support vector machine to obtain the content emotional orientation characteristics of online comments.Finally,based on the extracted online comment feature attributes,the empirical research on user purchasing behavior is carried out by correlation analysis and regression analysis,and the research results are analyzed.Based on the characteristics and attributes of online reviews and the conceptual model,this study conducts an empirical study on the impact of online reviews on users’purchasing behavior.Through the analysis of empirical results,this study draws the following conclusions:(1)The stronger the positive emotional orientation of online reviews,the more sensitive the users’perception of reviews,and thus can affect users’purchase behavior.(2)Emotional tendencies of online reviews have a greater impact on users’ purchase behavior than content emotional tendencies of online reviews.Visual and understandable online reviews can better reflect the emotions of reviews and have a positive impact on users’purchasing behavior.(3)The more useful online reviews are,the more promotive they will be to users’purchase behavior.(4)Users are more sensitive to the number of long texts with stronger professionalism and have a positive impact on users’ purchase behavior.There is no correlation between the number of short text and the user’s purchase behavior.(5)Users are not sensitive to the differences of online comments.Users are willing to see comprehensive,objective and real online comments.